Home Performance Demographics

I own a small home performance business in Wisconsin. We have been fortunate to keep booked over the last 3 years by tapping into large contracts. As a result we have not had to spend much time on marketing or money on advertising. At the end of this year our current contract will expire and we will need to begin advertising to bring in leads and keep the schedule full.

I'm in the process of developing a marketing plan which includes identification of market segments and demographic, psychographic, and media consumption habits for each segment. This information should prove vital in shaping our advertising messages and selecting the right advertising to reach each market segment.

Unfortunately, I'm having a hard time finding hard market research data that defines HP market segments in any useful level of detail. Obviously markets will segment differently in different areas of the country but it would still be useful to read about HP demographics research in other parts of the country. Are you aware of any good HP segmentation studies, research or articles that you can post a link to?

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A while back I read an article that presented statistics on percent of HP consumers who identified themselves by political affiliation and religion. It was quite interesting but now I can't find the article. Has anyone else read it? Can you help me find it again?

I have to market to my own data base. One hot spot is LP gas prices -- its just under $5 gal. running adds in papers is a waste of cash $780 lead call. I have some luck with web pages, $34 lead call. Yellow pages hits on $350 a lead yr around.

I spend $500 mo just on WEB things. 2% of gross total for just keeping the same if you need to grow then up to 8% of gross, Some feel if not 15% growth rate then will die. Pay for click works but can spend $100 day easy. Pay for click need a watch dog so to match need to want and take out extra non paying calls, if not its all gone very quickly.

You might want to contact Nate Adams, ESHP Ohio. He has a marketing strategy that provides a steady stream of leads he converts to $750 comprehensive assessment/tailored workscope/detailed specification clients.

Hi Dimitri, the Greater Cincinnati Energy Alliance invested in a Market Study conducted by the American Council for an Energy-Efficient Economy and the University of Cincinnati Economics Center to highlight the projected impact of the Energy Alliance’s programs in the Greater Cincinnati region (including Northern Kentucky), which might have some good information.